When Facebook introduced its new Timeline layout for business pages they dangled a marketers dream in front of our faces: the Cover Photo. It is the ultimate first impression. It’s the largest object on a company’s Facebook page—the viewer’s eyes travel straight to the photo. There’s one caveat—the Cover Photo can’t be used directly for marketing.

In their terms of service, Facebook forbids users from displaying a cover photo containing a direct call to action. Nor can users list contact information, prices, purchasing information, promotions or references to Facebook features. With that, all traditional marketing methods went right out the window.

While Facebook’s guidelines regarding cover photos may seem like a restraint on marketing, they are in fact, a chance to set your business apart from the competition. Rise to the challenge with these suggestions:

1. Showcase what you’re selling.

If you own a bakery take a picture of freshly made muffins coming out of the oven. Let your product speak for itself. The photo can draw attention to the product and below in your daily post you can write “Muffin Sale! Today Only!” Boom! Your photo communicates the quality of your product and urges visitors to search for the details on your page about how and where to obtain the product.

2. Use a photo featuring your place of business.

Snap a photo of your storefront, allowing viewers to make a connection with your location. This shows people where you are located or how they can recognize your business without providing contact information in the photo. Another route would be to photograph the inside of your business. This photo could reveal the process of production or urge customers to stop in based on the vibe they get from your environment.

3. Show customers engaging in your business.

A cover photo showing a crowd lining up outside your store speaks volumes on your popularity. Show your customers engaging in the services or products that you offer. People are likely to be encouraged to visit your business if they see others enjoying what you have to offer. Featuring these types of photos encourages people to take an action without flat out asking them to.

4. Highlight your company values and accomplishments.

If you do something as a company that sets you apart from your competitors then use the photo space to display just that. For example, if your company donated 10 percent of all profits to three different charities, then the cover photo could be either a photo or an infographic that displayed the amount of money donated to date. This is not bragging. This is showing consumers where their money is going. It also makes them feel good for supporting your business. It encourages new patrons to check out what you have to offer because they want the chance to contribute. Your photograph can’t in any way ask for donations, but it can show the donations have been made. In addition if your page reaches an substantial number of likes or followers use your cover photo to celebrate. This will show new visitors to your page that others are finding value in what you have to offer and are interested enough in what you are posting to follow you.

These are a few ways to use your cover photo to create positive marketing results without violating Facebook’s terms of use. View the terms of service as an opportunity to push your marketing tactics to the next level.

This post was written by Augusta Nissly, a Customer Success Rep here at AboutUs who crafts effective social media plans for her clients, designs sleek web sites and writes custom blog content.

Have a question? Seen a great example of a company Cover Photo? Share your comment below.

Could your business use some help to make your social media efforts pay off? To see if our services would be a good fit, email us at Sales@AboutUs.com or call 1.800.AboutUs or 1.503.488.5763 and press 3.